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~ Practicology ~

represented online, how goods are packaged, handled and example of a brand which we have grown substantially by
labelled for each market. ‘By buying product stock and becoming its sole authorised Amazon seller. Doing the
selling it on marketplaces ourselves, we try to become the same on Amazon’s European marketplaces is the next step
brand’s only authorised seller on Amazon. We try to clean in our partnership with the brand.’
the ecosystem for the brand and work for a long-term,
sustainable relationship.’

Brands: ‘their own worst enemy’
Vincent states that brands are often their own worst enemy.
‘Large brands in Europe often don’t actively deal with
distribution problems and price erosion on Amazon. Typi-
cally, these brands lack oversight of retailers that sell their
products, and on which channels the products are sold. Of-
fline retailers and online retailers selling through their own
sites will also list a brand’s product on marketplaces to make
extra sales, but they are not willing to invest in optimising
the listings and brand content. Some brands will think that
as long as the product is selling, then everything is fine.’

However, this laissez-faire approach does not maximise
sales over time. Vincent adds: ‘Pure Encapsulations is an

Breaking the downward price spiral and growing topline sales
ultimately benefits both the brand and Amazon. That is one of the
reasons why Amazon is actively encouraging quality third-party
sellers to use the platform, and being more selective about the
brands whose products Amazon will directly purchase through its
Vendor programme.

Jeff Bezos, Amazon’s CEO, has acknowledged its desire to work
with third-party sellers in order to offer end-customers the best
buying experience possible. ‘Amazon is transforming its business, difficult for even the biggest brands to achieve that. We also have
dropping brands and insisting that they must instead become global trade experience so can help take brands to new markets
third-party sellers,’ explains Vincent. ‘And that is where Pattern and marketplaces. Put that in a mix, and we really can help a
and Practicology come in. We take the headache of selling on business on a global level,’ concludes Vincent.
Amazon away from the brand.’

Changing from Amazon’s Vendor model to the Seller model is not
something that most brands are set up for on a global level. They
do not have the resources or team. ‘In our business, we have over
twenty disciplines that optimise our Amazon selling operation. It’s

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